Lights, Camera, Webinar! The Anatomy of a Blockbuster Webinar

Lights, Camera…. Webinar!
Producing blockbuster webinars

Sponsored by:

Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.

Today’s Agenda


Objectives



Pre-webinar event planning



Webinar event execution



Post-webinar event marketing



Goals & metrics



Q&A

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Today’s Presenter:

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

Chief Analyst, Demand Metric Research
Corp.



Connect:
www.demandmetric.com
LinkedIn
Facebook

@DemandMetric
Jerry Rackley

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Webinar or Blockbuster Movie?


Highly anticipated

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

Highly anticipated



Huge turnout

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

Highly anticipated



Huge turnout



Generate buzz

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

Highly anticipated



Huge turnout



Generate buzz



Multiple views

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

Highly anticipated



Huge turnout



Generate buzz



Multiple views



Great follow-on marketing opportunities

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Before your webinar debut, the plan…


Webinar Plan Template

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Pre-Webinar Planning

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Objectives

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Objectives


Gather leads

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Objectives


Gather leads



Thought leadership

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Objectives


Gather leads



Thought leadership



Advance prospects through the sales cycle

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Objectives


Gather leads



Thought leadership






Gain support for a concept

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Objectives


Gather leads



Thought leadership






Gain support for a concept



Train customers



Other

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Audience


Who is your webinar designed for?

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Audience





What do they need to know?

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Audience








Build your presentation for a specific
audience.

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Audience








Build your presentation for a specific
audience.



Communicate with them – let them know
your webinar is optimized for them.

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Content – Message


What is the core message you wish to convey?

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Content – Message





Identify a primary message that serves as the
foundation for your presentation.

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Content – Message





Identify a primary message that serves as the
foundation for your presentation.



A few secondary messages are okay, but don’t

overdo it.

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Content – Format


Monologue?

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Content – Format


Monologue?



Panel discussion?

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Content – Format


Monologue?



Panel discussion?



Interactive?

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Content – Format


Monologue?



Panel discussion?



Interactive?



Q & A?

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Content – Format


Monologue?



Panel discussion?



Interactive?



Q & A?



Presentation materials?

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Content – Length


Longer ≠ better

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Content – Length


Longer ≠ better



Sales or promotional: 30-40 minutes

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Content – Length


Longer ≠ better






Educational: up to 60 minutes

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Content – Length


Longer ≠ better









Leave time for questions

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Content – Length


Longer ≠ better









Leave time for questions



Shorter length = better engagement

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Talent


A-list talent

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Talent


A-list talent



Engaging

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Talent


A-list talent



Engaging



Sound great

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Talent


A-list talent



Engaging



Sound great



Understand the medium

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Talent


A-list talent



Engaging



Sound great



Understand the medium



Good stage presence

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Talent


Expertise is a must

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Talent


Expertise is a must



But so is stage talent

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Promotion


Online

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Promotion


Online



Email

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Promotion


Online



Email



Direct mail

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Promotion


Online



Email



Direct mail



Social media

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Promotion


Online



Email



Direct mail



Social media



Sales team

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Promotion


Online



Email



Direct mail



Social media



Sales team



Advertising

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Promotion


Online



Email



Direct mail



Social media



Sales team



Advertising



Partners

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Promotion


Online



Email



Direct mail



Social media



Sales team



Advertising



Partners



Webinars

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Promotion – Marketo Example


Big splash press release

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




2 weeks prior: email invite

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







1 week prior: email invite

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







1 week prior: email invite



2 days prior: email invite

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Webinar Event Execution

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Logistics


Monitor registrations

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Logistics





Dry run

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Logistics





Dry run



Session start

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Logistics





Dry run



Session start



Polls

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Management


Recording

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Management


Recording



Facilitate dialogue

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Management


Recording



Facilitate dialogue



Leverage social media

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Management


Recording



Facilitate dialogue



Leverage social media



Seek feedback

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Management – Seek Feedback


Overall Assessment

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

Overall Assessment



Scope

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

Overall Assessment



Scope



Quality of Deliverables

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

Overall Assessment



Scope






Key Accomplishments

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

Overall Assessment



Scope






Key Accomplishments



Lessons Learned

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

Overall Assessment



Scope






Key Accomplishments



Lessons Learned



Opportunities to Improve

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

Overall Assessment



Scope






Key Accomplishments



Lessons Learned






Future Considerations

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

Overall Assessment



Scope






Key Accomplishments



Lessons Learned






Future Considerations



Best Practices

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Post Webinar Follow-up

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Follow-up


Timely

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Follow-up


Timely



Frequency

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Follow-up


Timely



Frequency



Methods

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Follow-up


Timely



Frequency



Methods

Even though these things
happen post-webinar, they must
be planned in advance!

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Lead Nurturing


Marketing Automation

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Lead Nurturing





Goals

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Lead Nurturing





Goals



Strategy

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Leveraging the Content


Recording

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

Recording



Sharing

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

Recording



Sharing



Web

#RTWebinar



Recording



Sharing



Web



Newsletter or blog



Other

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Goals & Measures

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Key Performance Indicators


Registrations

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

Registrations



Live Attendees

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

Registrations



Live Attendees



Recorded views

#RTWebinar



Registrations



Live Attendees



Recorded views



New leads & return viewers

#RTWebinar



Registrations



Live Attendees



Recorded views






Sales

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

Registrations



Live Attendees



Recorded views






Sales



Social Media mentions

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

Registrations



Live Attendees



Recorded views






Sales



Social Media mentions



Cost per lead

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Budget


Webinar delivery

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Budget


Webinar delivery



Promotion

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Budget


Webinar delivery



Promotion



Talent

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That’s a Wrap!


Plan thoroughly: audience, content and promotion

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That’s a Wrap!





Execute professionally: presentation & interaction

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That’s a Wrap!





Execute professionally: presentation & interaction



Follow-up diligently: sharing & lead nurturing

Your Name Here!

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Resources to help:

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Q&A
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Lights, Camera, Webinar! The Anatomy of a Blockbuster Webinar

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